11 Google Ads New Updates & Trends to Watch Out for in 2026

For marketers and businesses running pay-per-click (PPC) campaigns, staying informed is no longer optional. Understanding what's coming and why it matters could impact your performance, which is key to protecting results and uncovering new opportunities. In this article, we’ll break down the latest Google Ads trends and updates to watch out for in 2026, so you can stay ahead and keep your campaigns performing at their best.

One of Google Ads’ recent updates is the rollout of expanded channel reporting for PMax campaigns. Google has begun showing Search Partner performance as its own line item within the new channel reporting view. In Google Ads, Search Partners are non-Google websites and apps (like other search engines or directory sites) that show Google search ads. Enabling them helps extend your ads’ reach beyond Google Search, often at a lower cost, though performance can vary.

This update appears inside the Performance Max campaign reporting interface, under the new channel-level breakdown. Advertisers can now see performance segmented by channels such as Search, Display, YouTube and Search Partners, rather than having Search Partner traffic bundled into overall Search performance. The goal is to provide more transparency around how different inventory sources contribute to results.

This added transparency helps advertisers better understand where conversions and spend are actually coming from, particularly if Search Partner traffic has been overperforming or underperforming relative to Google Search. It also makes it easier to justify budget allocation decisions and diagnose unexpected performance shifts.

Start by reviewing your existing Performance Max data and noting any fluctuations that Search Partner traffic might explain. As this reporting becomes more readily available, it’s important to benchmark performance by channel, reassess conversion quality and ensure tracking is airtight. Advertisers who pay attention to channel-level insights will be able to make even better decisions about how to spend their money and how to improve Performance Max.

Google appears to be reviving Website Optimizer, signalling a renewed focus on landing page experimentation and on-site performance within Google Ads.

In the past, Website Optimizer let marketers run A/B and multivariate tests that were directly linked to ad traffic. If fully reintroduced, this would make experimentation more like Google Ads instead of relying only on outside tools. While not yet widely available, this Google Ad Manager update suggests it’s re-emphasising the role of conversion optimisation alongside bidding and audience automation.

Advertisers might be able to make landing pages better and faster, rely less on third-party testing platforms and make changes to their websites that are more aligned with how well their campaigns are doing.

There is a chance that simplified testing tools won't be as deep or flexible as specialised CRO platforms. Marketers will need to assess whether the feature complements or replaces existing optimisation workflows.

Marketers should review their current landing page testing and CRO processes. Ensure conversion tracking is accurate and key pages are built with experimentation in mind.

Another intriguing update to the Google Ads algorithm is the potential for Google's AI-powered Ads advisor to start extracting context from other conversations within the same account.

Reports suggest that Google’s Ads AI chatbot may reference information from other chats within an account, even when those conversations relate to different advertisers. The intention appears to be giving the AI more context to provide better recommendations, troubleshooting and guidance across accounts managed under the same account.

While designed to improve support quality, this change introduces new considerations around accuracy, context and privacy. Shared context could help the AI deliver more informed and faster support, especially for agencies managing multiple similar accounts. It may also reduce repetitive explanations when working across the same account.

Nevertheless, there are clear risks. Pulling context from unrelated conversations could lead to incorrect recommendations, confusion or the exposure of sensitive account information. For agencies, this raises concerns about data separation between clients.

Agencies and advertisers should document account changes clearly, avoid sharing sensitive client-specific details in chat where possible and treat AI chatbot advice as directional rather than definitive. As Google continues expanding AI across ads, strong internal processes and human oversight will remain critical going forward.

In Google Ads search trends, the platform is testing a new ad extension called ‘Products at This Location’, designed to highlight local inventory and offerings directly within ads.

The ‘Products at This Location’ link unit shows up in Google Search ads and lets people click through to a list of products or services that are available at a certain physical location. This unit is different from regular sitelinks because it’s clearly linked to local presence. This helps users confirm availability before they visit or contact a business.

While similar features have existed for retail, this update expands visibility for both retail and service-based businesses, reinforcing Google’s push towards more local and intent-driven ad experiences.

For advertisers with physical locations, this update could drive higher-quality traffic by setting clearer expectations upfront. Users who click are more likely to be ready to visit, book or purchase, potentially improving conversion rates and reducing wasted spend.

On the downside, businesses with poorly maintained location data or limited inventory visibility may be disadvantaged or lose opportunities. 

Marketers should ensure location extensions are accurate and fully set up, inventory or service data is up to date and local landing pages are optimised to clearly map offerings to each location.

Google Ads users are beginning to spot Nano Banana Pro appearing within search ads, marking another example of Google experimenting with how product names and branded terms surface in paid results.

Nano Banana Pro has been seen appearing directly in Google Search ads, suggesting Google may be testing new ways to surface specific product variants or branded offerings within ad headlines or extensions.

If this Google ad trend evolves into a broader feature, it could give advertisers more opportunities to highlight specific products or premium variants directly within ads. This could make high-intent searches more relevant and get more clicks.

When and how these labels show up could make things confusing for advertisers who want to have more say over how their brand is presented and what messages they send.

Marketers should pay close attention to ad previews and live search results, especially for campaigns that are specific to a brand or product. Routine reviews of headlines, extensions and messages will help keep your brand consistent.

Paid ads showing up directly in Google AI Mode search results is a big change in how ads work with AI-driven search experiences. 

Ads are now appearing inside AI Mode responses, which present users with AI-generated answers rather than traditional lists of links. These ads are integrated within or alongside the AI-generated content, making them feel more contextual and aligned with user intent compared to classic search placements.

This change could open up new high-intent inventory, which would put ads closer to people who are actively looking for answers or suggestions. Ads that are shown in AI Mode may also get more attention and stronger signals of relevance.

However, advertisers may also encounter new challenges. It could be harder to optimise if you have little control over the placement context and less clear information about performance metrics, especially in the early stages of the rollout.

Marketers should review their search query data, prioritise high-intent keywords and ensure ad copy is concise and value-driven. Monitoring performance changes closely and staying flexible with strategy will be critical as AI Mode advertising continues to evolve.

Google Ads is testing a new reporting metric called ‘Original Conversion Value’, aimed at giving advertisers clearer insight into the true value of conversions before any adjustments or modelling are applied.

The Original Conversion Value metric appears within Google Ads reporting and is designed to show the initial value assigned to a conversion at the time it occurred. This is separate from adjusted or modelled conversion values that may change later due to attribution modelling, data-driven attribution or conversion value rules.

It might be easier for advertisers to understand performance trends, explain differences in conversion values and talk about results with stakeholders. This could also help solve persistent and recurring problems with reporting, especially in campaigns that are heavily automated.

On the flip side, having multiple value metrics may initially create confusion. Teams will need to clearly understand which metric is being used for optimisation versus reporting to avoid misinterpretations.

With this Google Ads algorithm update, marketers should review their current conversion value setup, document how values are assigned and ensure reporting frameworks are clearly defined.

One of Google Ads’ latest updates is to its ad account suspension and appeals process, with the goal of improving accuracy, reducing false suspensions and speeding up resolutions.

Google is improving how it finds policy violations and reviews suspensions by putting more emphasis on accuracy and context. The new process is meant to better separate serious violations from honest mistakes, while also improving how advertisers are notified and supported through the appeals process.

For advertisers, this update could mean fewer unexpected disruptions and quicker recovery when issues do arise. Faster appeals and clearer communication can help minimise downtime and revenue loss.

That said, suspensions will still happen. Advertisers who regularly experience Google Ads getting disapproved may continue to face challenges if underlying compliance issues are not addressed.

Marketers should review the Google Ads policies regularly, audit campaigns for potential risk areas and ensure billing, business verification and landing pages are fully compliant. For advertisers, this marks a positive step towards a more stable and predictable Google Ads environment. In this article on Google Ads disapprovals, Rocket provides more detail about common mistakes and how to avoid them by highlighting the most frequent reasons for disapproval.

Google is continuing to expand the reach of Performance Max by integrating Waze ads into its channel mix, with signs that availability may soon extend beyond its initial test markets.

Waze ads are being served through Performance Max campaigns, allowing advertisers to reach users while they are actively navigating. These ads can appear as branded pins or promoted locations within the Waze app, helping businesses capture attention during high-intent moments such as driving to a store, restaurant or service location.

This update could open up useful new inventory for location-based businesses. Getting in touch with people while they're on the go opens up more foot traffic and local sales that regular search ads might miss.

This update further positions Performance Max as a truly cross-platform campaign type across Google’s ecosystem. Marketers should ensure location data, store feeds and Google Business profiles are accurate and up to date. Businesses that rely on foot traffic should also review how Performance Max fits within their broader local strategy.

Google has announced plans to retire its Ads Developer support forums on Google Groups and replace them with a new ticket-based support system.

It’s a dedicated ticketing system that allows developers to submit support requests directly, and it is expected to provide clearer issue tracking, better prioritisation and more consistent responses compared to forum-based discussions.

For developers, this update could improve reliability and response times, especially for complex or account-specific issues. A ticketing system may also reduce noise and outdated information that often appears in public forums.

That said, without community-driven discussions, there are fewer shared solutions and less information about problems that other developers are having. Some may miss the collaborative problem-solving aspect of the forums.

This Google Ads new update signals a shift towards more structured and accountable support for developers working with the Google Ads API and related tools. Developers should review how they currently use the Google Groups forums, save valuable threads or solutions and familiarise themselves with Google’s upcoming support workflows.

Google is working on making YouTube and Google Ads work better together. There are signs that YouTube channel insights may soon be available directly in the Google Ads interface.

Once connected, advertisers should be able to see YouTube-specific data like engagement trends, audience signals and channel performance right in Google Ads. This would help connect organic YouTube activity with paid video ads.

For advertisers running YouTube ads, this integration could unlock better optimisation opportunities. Having organic and paid insights in one place may also help teams refine creative, improve targeting and gain a better understanding of how users interact with video content across the funnel.

This update could also give advertisers a more complete view of video performance without needing to jump between platforms.

Marketers should review their YouTube channel ownership, confirm correct account permissions and ensure branding and content are aligned across paid and organic video.

What we’re seeing isn’t just incremental change. Google Ads is shifting towards intent-first, AI-led decision-making.

If there’s one clear takeaway from these Google Ads updates and PPC trends for 2026, it’s this: PPC is becoming smarter, more automated and more tightly integrated with AI-driven experiences. For example, ads now show up in AI Mode, Performance Max reporting is more detailed and conversion value accuracy has improved. It’s clear Google Ads' recent updates are changing how advertisers reach and convert customers at every stage of the journey. 

The brands that win are those who understand the system, not fight it, and use automation strategically rather than blindly. Future-proofing your campaigns with these PPC updates means staying informed, testing early and building strategies that balance automation with expert oversight. That's where Rocket comes in. As a performance-led agency, we help businesses adapt to change, protect their performance and find new growth opportunities as platforms change. 

CTA - If you want to stay ahead of the game, check out Rocket's PPC services in Australia and see how our team can help your campaigns do well now and into the future. You can also just reach out to us directly.